In a legal case that turns the (tea party?) tables, a UK retailer called “Alice Through the Looking Glass” is suing The Walt Disney Company for trademark infringement over studio merchandise sold in connection with its production of the ‘Alice Through the Looking Glass’ film released in 2016.
The London boutique, according to its website, specializes in “Alice iconography including first edition books, rare illustrated editions, gifts, fashion and unique objects of desire.” It also claims UK and US trademark rights to the name “Alice Through the Looking Glass” in a number of categories. In the US, Disney owns a trademark for “Disney Alice Through the Looking Glass” in International Class 32, which covers a range of beverages, including energy drinks and drinking water.
The UK store’s lawsuit states that it notified Disney in 2014 after production of the flm was announced, declaring then that its brand would be “swamped by Disney’s use of the mark.” Despite email exchanges between the two parties, they failed to reach an agreement. The infringement case claims: “With full knowledge of plaintiff's marks, rights, uses and applications, defendants turned from negotiations and decided instead to willfully infringe plaintiff's well-known marks.”